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Our Results

• The majority of small-scale businesses (70 percent) invest in advertising on social media and cite the increasing attention paid to social media in recent years.
• More than a quarter of small companies (26 percent) employed between 10 and 30 percent of their budget for advertising through social media, showcasing the resources needed to run an effective campaign.
• Despite the negative attention from media, Facebook remains the top social media platform (70 percent) for small-scale business advertisements which is closely followed by YouTube (54 percent) as well as Instagram (52 percent)
• A quarter of small businesses spend less than $10,000 on marketing in 2021 with 36% of small-sized businesses reporting that COVID-19 had was moderately impacting their business. Advertising spending decreased annually by a quarter for small-sized firms (25 percent) by 2021.
• A mere 30% of small firms intend to invest in printing ads however, businesses that employ more than 250 people intend to spend less (36 percent) and pointing out the declining use of print advertising as a medium.
• Small businesses comprised of fifty-four percent (54 percent) expect to spend greater amounts on social media by 2022, which is likely to be because of the new platforms for social media.

The majority of Small Businesses Invest in Social Media Advertising

Advertising is among the oldest strategies for media however small-scale firms focus on the future, and it starts with the location they're advertising.A relatively new advertising method social media advertising is becoming very popular. Seventy percent (70 percent) of small companies use social networks as their primary marketing channels although most small companies utilize social media, large businesses also invest in print (34 percent), PPC (31%), and streaming channels for advertising (31 percent). Stephen Light, CMO, and co-owner of Nolah Mattress, an e-commerce brand thinks that social media can be a very popular marketing tool due to its impact."Social media has unparalleled access, the capacity to target more specific information about consumers' behavior, as well as the possibility of engaging more with your customers All of these are vital for business growth and sustainability," Light said.In addition to the reach and reach that comes with social media, small companies may choose it for its value for money.A whopping 30% of small-scale businesses (26 percent) utilized between 10 and 30 percent of their budget for social media in 2021. This suggests that companies don't have to spend much on social media ads in order to make it effective.Businesses of all sizes are able to manage their socialmedia spending in a variety of ways.Social media channels can be managed internally using software tools that can schedule and modify ads and posts. Content calendars for these social media channels can also be scheduled in advance to help factor in the costs of creating content.The minimum amount for ads on social media is dependent on the specific platform, however, it can be anywhere from $1 to $20 per day.Stewart J. Guss, the owner of a personal injury law firm, believes that the expense of advertising on social media is a minor factor."For the number of people that you can reach, online is quite affordable," Guss said. "Moreover you'll have good control over the people you're aiming at and how many people see or click on your ads. It's not the same when you advertise on TV or in print."The biggest users of social media is available on three platforms, which are used by daily active users.

Facebook, YouTube, and Instagram Three Social Media Platforms: Big Three of Social Media

In recent decades, Facebook has received a significant amount of criticism and even resulted in brand rebranding.Yet 38% of small-sized businesses believe that Facebook is the greatest social media marketing tool.Small businesses account for 70% of Facebook's users. (70 percent) utilize Facebook as an advertising platform.Its popularity on social media could be the reason it's so popular with small-sized businesses.Teresha Aird Co-Founder and CMO of Offices.net an online broker for workspaces, has stated that "Facebook is a major player in the world of social media since its beginning and is a natural option for companies looking to get connected to its vast users."Facebook advertising provides small-sized companies with analytical tools to create ads that are targeted to specific demographics.

David Morneau, CEO & SEO Strategist at Breeze the SEO service company, reiterates Aird's argument.

"Companies are looking to spend their budgets for advertising on the sites with the greatest viewers," Morneau said. "Facebook boasts more than 2 billion active users per day which is a huge amount of advertising revenue, and offers businesses the opportunity to increase their exposure dramatically."

"Facebook has more than 2 billion active users per day which is a staggering advertising revenue and provides businesses with the opportunity to boost their exposure dramatically."

Smaller businesses can also market their services on YouTube (54 percent) along with Instagram (52 percent).

YouTube remains the biggest video platform on the planet and their advertising center promises to connect companies with people who are most important to them.

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With the huge reach of YouTube small-scale businesses can develop engaging video content to advertise their business.

Rameez Usmani, a tech as well as security specialist for Code Signing Store, a digital signage and certification firm is convinced that video will be the next way of marketing online.

"Short-form content is the best for both B2C and B2B marketers in terms of creating videos and they anticipate to grow their efforts in the year 2022." Usmani said. "Facebook, YouTube, and Instagram are the most well-known video sharing platforms with Instagram being among the most effective platforms for video marketing."

"Short-form content is the most popular for both B2C and B2B marketers in terms of creating videos and they anticipate to further expand their efforts within the coming years. ..."

Instagram lets users post videos and images to their family and friends and their followers.

With Instagram advertisements, businesses are able to connect with new and existing customers using simple tools. Instagram lets any post be converted into ads all you need to do is determine the cost and determine who your ideal audience is.

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Alongside the possibility to make campaigns, small-sized businesses can benefit from Instagram Shop, an Instagram Shop feature that allows customers to shop for and purchase items directly.

James Shalhoub, co-founder of Finn an eco-friendly dog health company, has found Instagram as the most effective platform for their business.

"...Instagram has the largest audience and has the best engagement with our company," Shalhoub said. "Our Friends of Finn on IG are a vibrant community of referrers and promoters that have provided us with vital feedback on how we can advertise and sell our products."

In the form of a Valentine's Day post, Finn collaborated with a dog influencer to advertise a discount code for their soft chews.

The Instagram post can mix audio and creative images for the advert.

It's important to keep in mind it is the case that Facebook (or Meta) owns Instagram This could explain why the majority of small-sized companies are flocking to this platform.

From these platforms as well as other new social media markets It is evident that those who are focused on advertising through social media know that video is the place where the money they spend on advertising should be directed.

Uncertainty Over COVID-19's Impact on Small Business Advertising

While the coronavirus epidemic continues to spread across the nation small-scale firms are taking a close look at their financials.A quarter of small companies (26 percent) did not spend more than $10,000 for advertisements in 2021. In this regard, more than 40% of small-scale businesses (36 percent) reported that coronavirus had some impact on their operations in 2021.

"I think that the development in the Delta and Omicron variants has caused the continued doubt of many companies when we begin 2022," Aird said. "The doubts that these variations bring has made many companies to be wary of increasing their budgets for advertising, preferring to stick with the plan that they charted for 2021 and take a wait and watch approach."Our research found 25 percent of small-sized businesses have reduced their annual advertising spending in 2021. In the face of this uncertainty, Small businesses are pondering better, not more in their strategies for advertising.

Advertising Budget Strategies for Small Businesses

• There's no standard to budget, however, it is advised that around 7% to 10 percent of your company's revenues should be allocated to advertising.
• Consider where your buyer customers and their personas are You don't want to invest in a marketing channel that isn't visited by anyone.
• Find out the areas where your competitors advertise You will be able to gain the most accurate understanding of how much you are spending your money.
• Make goals and set goals. It is likely to increase with your progress, but you should have the basics right. These could be leads that are generated either through conversions or sales. Whatever makes sense for your company.
• It's fine to make changes because it's clear that the pandemic is affecting small-scale businesses across the globe It is not required to have a budget for advertising fixed in the ground.

As the world adjusts to the new norm it is obvious that small-scale businesses are affected from all angles.

Small businesses are planning to spend less on advertising through print

The demise of the print media is impacting advertisers. This decline in newspapers was slowly moving towards however, when the coronavirus epidemic hit in the United States, the virus exploded into full-on.

In 2020, when the shutdowns came into effect the world was halted and also the demand for printed ads in newspapers. With events halted and theaters shut ads revenue decreased steadily for print newspapers and the world moved towards the digital medium.Thirty percent (30 percent) of small companies plan to reduce their spending on print ads in 2022.Lark Allen who is a content marketing specialist for Drive Research, a market research company is blaming accessibility.

"Digital media is rapidly replacing print marketing with advertising since it's much more easily accessible. A simple tap or click can lead to the discovery of new content. In addition, the process of creating media for the platforms are getting easier," Allen said.

The people of today are tired of snail mail and are paying more focus on channels that offer immediate satisfaction. Silvana Massolo is the founder of The Bloom Agency, a small social media company that is dedicated to supporting small-sized businesses. Massolo believes that although printing allows you to display your brand with a unique style that stands over the years but it's more than a guessing game, especially with regards to results and views."You can monitor how much you've spent when you manage an online or social media campaign. You also can control who will see your advertisements," Massolo said.The inefficiency of transparency is impacting larger companies.Our research revealed that almost 40% of companies that employ more than 250 people (36 percent) are spending less on printed advertisements.It is becoming more difficult to determine ROI and other metrics for printed advertising smaller enterprises are opting to cut the cord completely in search of alternatives that can be much more lucrative.

Nearly half of small-sized businesses are looking to increase their social media presence

Smaller businesses are looking for more exposure which is why social media could be the best platform to do it.The majority of small business (54 percent) would like to make use of more social media in advertising in 2022.This concept could be sparked by the new social media channels which are currently being used to promote advertising.Twitter (42 percent), as well as TikTok (31 31%), are two of the social media platforms that small companies are advertising on. This number is likely to rise in the coming years.Ashley Chambers, marketing director Ashley Chambers, marketing director at ASAP Cash Offer, a service for people who want to sell their home she agrees.

"The amazing thing about the new networks of social media is that they are more than a mere social media platform on which you can share information to those you are following," Chambers said. "It can also allow users to create content through user-generated content and interaction and interaction] - which is a more profitable investment for your business."

Twitter ads will connect businesses to their intended audience and also spread their message through their word-of-mouth.

Chris Eddie, co-owner and director of marketing at ClothingRIC the shopping guide for shoppers who are frugal He says that social media platforms such as TikTok, Instagram, and Twitter are gaining popularity due to their fundamental differences with traditional channels such as Facebook as well as LinkedIn.

"These platforms will allow 60-second videos , which many companies would find to be too long," Nddie said. "Users on these forums are likely be distracted."

To reduce the lack of attention or lack of it -with potential purchasers, Nddie encourages businesses to become more creative.TikTok is the trend in the near future says Leslie Gilmour, owner of Cube Digital, an SEO agency.

"As TikTok continues to grow and expand, the algorithms for search engines are likely to shift towards blog posts that contain videos of a short length," Gilmour said. "At the point where these videos of a short length will become the principal focus of 'how to search results."

TikTok advertising is gaining popularity for businesses running ROI-focused marketing campaigns.